The official release of the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2026 provides a rigorous evaluation of 150 destinations worldwide, accounting for over 98% of all international Muslim visitor arrivals. Navigating today's multi-billion-dollar travel corridors demands that destinations transition away from passive on-ground availability toward high-impact infrastructure.
(Note: Index scores across all benchmarked tourism ecosystems were fully evaluated prior to the recent tensions in the Middle East).
The ACES Framework
To determine final score placement on the global leaderboard, the index leverages the multi-dimensional ACES model, an objective data architecture that measures destination readiness across four non-negotiable core pillars:
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Access: Evaluating ease of entry, cross-border flight connectivity, e-visa processing efficiency, and internal transport infrastructure.
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Communication: Measuring how effectively a destination interacts with the market, structures digital outreach, and educates local hospitality stakeholders.
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Environment: Examining overall social safety, carbon emissions management, accessibility, and the complete absence of faith-based restrictions.
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Services: Analyzing the range, availability, and quality of core on-ground amenities such as certified dining and verified prayer spaces.
While all four pillars dictate global competitiveness, this year's destination highlights exclusively on the two drivers of modern customer conversion and algorithmic visibility: Communication and Services.
Communication Framework
The Communication criteria (weighted at 20% of the overall index) evaluate how dynamically a destination markets its faith-compatible infrastructure and educates its local travel stakeholders. True market capture requires explicit, proactive outreach.
Raising Muslim-Friendly Visibility Through Destination Marketing
Targeted digital presence has become a critical driver of brand trust and market discoverability. Two global cities have set the standard for high-impact destination marketing:
Jelajah Hong Kong
Image Credit: Andres Garcia on Unsplash
Launched by the Hong Kong Tourism Board (HKTB), this campaign successfully drives inbound market trust through integrated digital and experiential vectors. By deploying comprehensive digital travel guides, targeted marketing campaigns, and immersive influencer tours, the initiative natively showcases the city's operational readiness directly to digitally native consumer feeds. This synchronized outreach guides visitors seamlessly to culinary anchors like the Kowloon district, home to close to 220 Halal-certified restaurants.
New York City Travel Guide
Image Credit: ben o'bro on Unsplash
Revitalized for the Football World Cup 2026 by NYC Tourism + Conventions, the New York Halal Travel Guide serves as a targeted digital playbook for global Muslim travelers arriving for the world's biggest sporting event. This comprehensive toolkit blends tournament logistics and local Muslim history with borough-by-borough infrastructure mapping to build destination trust. The guide seamlessly navigates visitors from iconic dining options like The Halal Guys to spiritual anchors citywide, such as the Islamic Cultural Center of New York in Manhattan and Masjid At-Taqwa in Brooklyn.
The Importance of Events on Stakeholder Awareness (ISEF 2026)
Building a welcoming environment requires institutional training to ensure long-term visitor comfort. Indonesia continues to function as the core global benchmark for this sub-pillar through massive ecosystem alignment:
A Leading Sharia Economic Nexus
Launched in 2014 by Bank Indonesia, the Indonesia Sharia Economic Festival (ISEF) has grown into a premier international platform unifying policymakers and global businesses to accelerate the Sharia economy. In 2025, the multi-city roadshows attracted a massive total of 444,000 attendees.
Driving On-Ground Adaptation
By integrating an experiential marketplace across Halal culinary options, modest fashion exhibitions, and cosmetics, ISEF reinforces Indonesia's long-term commitment to the global market. This comprehensive approach elevates local stakeholder awareness and destination competitiveness, ensuring a highly safe, convenient, and welcoming experience for all Muslim visitors.
Services Framework
Accounting for 40% of the total index weight, the Services pillar stands as the highest-weighted backbone of destination readiness. It analyzes the range, availability, and execution quality of core faith-based necessities on the ground.
Excellence in Muslim-Friendly Services
Airports and transport hubs represent the primary touchpoints of the traveler journey and are instrumental in defining the initial perception of a destination's hospitality. Hong Kong has strengthened its competitive posture by optimizing premium aviation and maritime gateways for faith-inclusive hospitality:
Kai Tak Cruise Terminal
Image Credit: Kai Tak Cruise Terminal
Located at Victoria Harbour, this terminal holds a prestigious CrescentRating Gold standard for its exceptional Muslim-friendly hospitality. To better accommodate Muslim cruise passengers, the terminal is fully equipped with water-friendly toilets, clean ablution facilities, and a dedicated prayer room complete with provided prayer rugs and clearly marked Qibla directions.
Hong Kong Business Aviation Centre (HKBAC)
Image Credit: HKBAC
As a world-class private jet terminal located at Hong Kong International Airport, HKBAC upgraded its facility with a brand-new world-class terminal featuring premium, faith-sensitive adaptations. Travelers can enjoy a selection of Halal snacks readily available in the lounge, alongside access to dedicated prayer rooms and provided prayer rugs upon request.
Curious About the Rank This Year?
In an increasingly competitive landscape, global destination success is shifting toward precise data trust, automated connectivity, and structural on-ground readiness. Discover where all 150 destinations ranked, access localized sub-pillar scorecards, and future-proof your inbound strategies.
Download the Full Mastercard-CrescentRating Global Muslim Travel Index 2026 Report Here.
